Tendenze del mercato

🏖️ International tourists reached approximately 1.1 billion in the first nine months of 2024, with the global tourism sector recovering 98% of pre-pandemic levels. The Middle East saw a record +29% growth compared to 2019, Europe and Africa surpassed 2019 levels by +1% and +6% respectively, while the Americas recovered 97%. Asia and the Pacific reached 85% of 2019 levels, up from a 66% recovery in 2023. Up to 60 destinations out of 111 exceeded their 2019 arrival numbers in the first eight to nine months of 2024; Qatar, Albania, Saudi Arabia, Curaçao, Tanzania, Colombia, and Andorra witnessed significant increases. Out of 43 countries with available revenue data, 35 exceeded pre-pandemic values, with Serbia and others observing nearly double the earnings. Key spender countries like Germany, the USA, and France showed a spending increase by +35%, +33%, and +11%, with international tourist arrivals expected to match 2019 levels in 2024.

🏕 In the Christmas period, 57% of Italian cruise-goers are couples, surpassing families at 35%, with singles at 6% and groups at 2%. The average cruiser is 45 years old, 29% are repeaters preferring the Mediterranean (43%), followed by the Middle East (19%), particularly Dubai, the Caribbean (13%), and the Canary Islands (6%) via charter flights. Over half (51%) book a balcony cabin, 7% choose a suite, 27% opt for an inside cabin, and 15% for an outside one with a porthole. The average passenger price for Christmas and New Year is €1,952, a 4% increase from 2023. Cruise ticket rates for the upcoming year are €1,309, down €4, with a 6% rise in early bookings for 2025. Liguria leads early bookings with 24%, followed by Lazio (18%), Puglia (15%), Sicily (17%), and Campania (11%). Genoa, Liguria, is the top port for holiday cruisers at 17%, followed by Dubai (12%), Civitavecchia (8%), and Miami (6%).

📊 The XXII Ismea-Qualivita Report shows growth in Italy's DOP economy in 61 out of 107 provinces, with 17% reporting double-digit increases. The North-East regions, contributing 54% of the national DOP IGP value, remained stable at €11 billion despite Emilia-Romagna's 2.4% decline. The North-West grew by 1.5%, with Lombardy exceeding €2.5 billion and marking a 3.3% increase for the third consecutive year. Southern regions and islands increased by 4.0% from the previous year, led by Sardinia's 19.0% growth. Central Italy saw a 3.9% decrease, mainly due to Tuscany's 5.5% drop, while Lazio grew by 8.8%. Top provinces by value in 2023 included Brescia (+€52 million) and Treviso (+€33 million). Veneto (€4.85 billion) and Emilia-Romagna (€3.87 billion) lead in economic value, followed by Lombardy (€2.58 billion) and Piedmont (€1.64 billion).

🍷 Wine Tourism Hub presented research findings on November 28, 2024, at BTO in Florence, detailing obstacles and strategic challenges in Italian wine tourism. Key issues include human resources (43% cite lack of skills), inadequate infrastructure (36%), complex regulations (36% for food services), and digitalization deficiencies (46% rate themselves below sufficient). Lavinia Furlani emphasizes the need for qualified personnel, digital tools, and structural change to promote sustainability and growth in the sector.

🍴 In 2023, Italy welcomed over 57 million tourists. The Horeca sector is facing a personnel demand surge with over 237,830 new hires anticipated between September and November 2024. Yet, 56% of employers struggle to find qualified cooks, and 52% face difficulties hiring waitstaff, due to a chronic shortage of skilled candidates. Horecase emerges as a top recruitment solution in the Horeca world, led by Executive Director Laura Faietti, offering customized hiring services to align with the organizational culture and technical needs.

🍷 IWSR data highlight a growing dependency on consumers aged 55+ in many wine markets, with a notable decrease in consumption frequency among legal drinking age (LDA) youth. In Australia, the percentage of 18-24 year-olds drinking wine at least once a month halved from 2010 to 2023. Gen Z (born 1997-2012), now aged 12-27, are health-conscious and curious about abstinence, influencing a shift away from traditional wine occasions. Innovations like Colombia's first sparkling wine, Frezzcanti, and brands employing accessible language and interactive packaging, aim to attract Gen Z, who show interest in non-traditional regions and labels. There's a rise in low/no alcohol wine options, such as Nice Session Wines at 3.4% alcohol, and sustainable packaging, like Gonzo Vino's Bag-in-Box, catering to Gen Z's preferences for healthier choices and versatility.

🏠 Trenitalia unveiled its sixth Disney-themed Intercity train featuring Vaiana from "Oceania 2," releasing on November 28. The presentation at Rome Termini's platform 26 had Trenitalia's president Stefano Cuzzilla, Disney Italy's Daniel Frigo, and director David Derrick Jr. This year, over 700,000 families, a 5% increase from last year, chose Intercity for travel. The initiative supports family-friendly travel and commemorates Women's Day on November 25.

💸 Dairy farmers in cooperatives receive 16% more than market price for milk in Lombardy, and up to 30% more in mountain areas, according to a Nomisma study presented at the "Italian Milk: the Strength of Cooperation" summit in Milan. Cooperatives have a life expectancy of about 60 years, over twice as long as capital companies (27 years). Cooperatives account for over 65% of Italy's milk collection and 70% of DOP cheese production. In the dairy sector's top 20 companies, 7 are cooperatives. From 2013-2022, dairy co-ops saw a +52% turnover increase. Italy's top 28 dairy cooperatives' exports are worth €1.2 billion, representing 23% of the national total. The Alleanza Cooperative Agroalimentari proposes an OCM (Common Market Organisation) to improve the sector's competitiveness and sustainability.

📊 TheFork, in partnership with Format Research, released the Osservatorio Nuove Aperture report for Q3 2024, revealing a positive balance in Italian restaurant sector growth with 698 openings and 502 closures resulting in a net increase of +196 restaurants. The report showed a slight decrease in openings from Q2 (1,160 to 698) but also a significant drop in closures (from 880 to 502). Geographical distribution remained stable, with 34% of restaurants in the South and islands, 25% in the North West, 24% in the Center, and 17% in the North East.

🍷 In Rome, the III Forum Mondiale delle Donne del Vino spotlighted Italy's viticulture: 30,000 transformation companies, 1,800 industrial, 241,000 agricultural enterprises, €16 billion turnover (9% of F&B sector), €7.8 billion exports (15% of F&B). Direct employment for 74,000 individuals, extending to 1.3 million with related sectors. Italian wine consumption dropped from 29.3 million hectoliters in 2003 to 21.8 million in 2023. Export price for bottled wines increased by 70% from €2.57/liter in 2010 to €4.37/liter in 2023. The forum emphasized sustainability, authenticity, enotourism, and adapting to consumption trends, especially among younger generations (Gen Z, Millennials). A notable event, an international wine tasting, is planned for 2025.